Getting traffic without conversion? It might be your site’s experience.
November 25, 2022
When trying to figure out what is going wrong with our marketing strategy, we usually focus on one or two areas in which we invested most of our resources. For most SaaS businesses, these are Ads and SEO.
Usually, SaaS marketers or founders work on optimizing the ad copy, creating/getting ad creatives that they can test out, and setting up the landing page that the traffic will be sent to that has the offer. But is it enough?
Do not get me wrong. This is a good and solid start. But it still leaves results to chance, as setting up an ad campaign, SEO campaign, or any marketing strategy or funnels to drive traffic to your website is not enough.
Everyone has access to creating a free toolkit, white papers, free trials, and demos, you name it. So, in this day and age, how can you stand out and keep attracting new clients into your SaaS plus not wasting all your ad spend.
The short answer is, clearly communicate the problem you are solving in the simplest way possible while using market-fit jargon and terms. It could also be by showcasing the results you can help your target achieve. The ones that they WANT to achieve but could not before.
And since we know that you are driving traffic to your website, we can assume that it is not the problem and that the cause could be your landing page or website. So it is a consideration stage of the customer journey problem, not an awareness one. So this is where we will focus.
This article will guide you on how to identify the gaps and opportunities on your website. So you know what you need to work on to improve your conversion rate.
Where to start looking?
Before jumping into full inspector mode on your website trying to fix each and everything, here is a simple framework that can help you get started in the right place:
Before hopping into your website:
Identify who you are targeting.
Articulate what you are helping them do:
Are you helping them solve a problem?
Are you helping them achieve a new result? (Life isn't just about solving problems)
Or is it a mix of both?
Articulate how you are helping them achieve it.
Now that you have these three elements in place, hop into your website:
Are your headings full of “We” instead of “You”
Is your copy focused on your brand or their interest?
Are you selling the features of your software or the outcomes?
Are your graphics & imagery complementing the copy or taking all the attention?
Did you use long paragraphs or sentences to convey one idea?
Are you using a mix of simple and jargon language or just one of them?
Does your call to action offer some value to them, or are they hopping on a call to just hear a pitch?
After writing down the answers to these questions you now have an outlook of site’s experience funnel.
If the answers were all focused on your business, features, or brand then it is hard for a prospect to envision themselves using your solution.
Unless they are well informed of their needs and goals, there will be the ones that are still researching or are earlier in the buyer's journey. And your site will be just another information point for them rather than sparking an interest to buy.
To make your website a point of interest, then it’s important to build thatinterest in them instead of relying on your prospects to reach it. And it’s simple because you already identified your target market(s), your features, and how it help them. Now you have to convert it into benefits, results, and solutions.
When everyone is talking about themselves, you talk about them.
We have established that you need to make your copy, graphics, and CTA revolves around your prospect's interest. Since everyone in your market will be talking about how they have the best features, the latest technology, or the best servers. That is all cool, but does your market really care about that?
Some might care, and data says that only 3% of your target market care (Those who already know what they want EXACTLY), so what about the rest? They are still researching! Some actively search for what can help them, and others just come across it.
So, why not capture all? They are still part of your target market. It is just they are at a different stage of their buyer journey. And your job is to nudge them down that journey toward YOUR solution.
Make everything about them. Tell them how they can benefit from your solution, and how other people like them benefited from it. And how they can get what they are looking for (Or did not look for and just realized it) after using what you have to offer.
Show them the process and how simple it is. Show them that you understand their pain points, or even better, show that you have been in their shoes once and now helping them not fall into the same pitfalls you have faced.
All of this will create a connection with them, and they will feel that connection, which makes your solution memorable. Thus, creating a lasting impression.
Make them come back, be memorable.
Doesn’t it feel good when your clients keep coming back to you requesting more of what you have to offer? Why do you think they come back to you again and again? Simply because you either helped them solve their problem, helped them achieve their goals, or both.
That’s how you should make your prospects feel. Especially through your website, since that’s their main point of contact with your business. So every word, graphic, or button counts.
Give them information that will make them buy, not just learn. At the end of the day, your website is a marketing tool, I would even argue that it’s a creative tool, not just a growth tool. It can impress as much as it can convert.
Use bold, creative copy that is focused on their emotion. Unless you are a really damn niched software provider that works with government, military, or health organizations, there is no need to be technical from the start. Leave the technical writing to the technical (Features) pages.
Add creative product shots or illustrations that help your prospects visualize themselves growing with your solution. Do not use stock images that fill empty spaces. Frankly, if I had to choose between a stock image or nothing, I would choose neither and invest some time or money into creating some kick-ass creatives.
And finally, do not make your CTA “Contact us to learn more” or “Book a demo to see it in action” that is boring. Make it also about them. If your solution helps them save shit tons of time, say “Learn how you can save X amount of time using our solution”, or “Let's identify areas in which you can save time over a call”. This way, prospects will know they will get value out of the call no matter what. More on this in the next paragraph.
Make it easy for them to action on their Yes.
This might be influenced by the book “Getting to Yes” by Roger Fisher and William Ury, but simply put, it is your job to make it easy for the visitor to say “Yes, I want this solution”.
All the points above are necessary to get them to that point, and now you have to make it easy for them to take action. As mentioned in the previous section, switching your Call to Action into something they would get a value off whether they buy or not is critical in making it easy for them to take action.
We can call this a “Call to Value” instead of a “Call to action”. Because if you think of it, that is what your website is also trying to sell. Especially if you are offering a free trial or a demo call. Both are part of your funnel, and perfecting selling them will return a high conversion rate in the purchase phase.
So make it easy, and offer value on top of your solution. This will help you stand out and makes it easier for you to grab attention.
So we have discussed how you can view your website experience and take your first steps into fixing it. Focusing on creating a dialogue/copy that revolves around your prospects and then fitting your solution in, not the other way around. And also how important it is to create a design that makes you memorable, and finally, switch your CTA to CTV (Call to value).
And if you need help - get in touch with me, and I will record a short video going over your SaaS website and identifying these gaps. All you need to do is fill out this form.
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